Retail Suppliers

SEMA Show, Day One: Falken shares marketing strategy

Order Reprints
SEMA Show, Day One: Falken shares marketing strategy

Falken Tire Corp. executives are sharing details of the company’s new marketing strategy with dealers and media at the company’s new showroom style exhibit at the Specialty Equipment Market Association (SEMA) Show Nov. 4-7 in Las Vegas.

“Falken has successfully made a name for itself with enthusiasts and now is focusing on bringing its race-proven technology and quality tire messages to a wider market,” says Rick Brennan, Falken’s executive director of marketing. “Our goal is to be the go-to brand for value-focused tire buyers who don’t want to sacrifice performance for price. At the SEMA Show, we’ll be showing our more than 5,500 dealers the tools we’ve developed to support exciting growth opportunities in their local markets.”

Having established itself among enthusiasts as a winning brand in motor sports for more than 30 years – most recently with back-to-back wins at Petit Le Mans and a first place Unlimited Class finish at the W.E. Rock competition in Cedar City, Utah – Falken is beginning a strong push to bring these success stories to tire buyers.

The first step in Falken’s new strategy will focus on raising awareness of the Falken brand among tire shoppers visiting one of the company’s more than 5,500 North American dealers.

Retail tools include new point-of-sale (POS) materials that call out Falken’s brand strengths, including its performance heritage.

Falken’s new POS approach will include high-profile brand and product displays specific to the most popular, and profitable, tire models. Tire inserts, mobiles and long-term floor displays will highlight the competitive benefits, performance ratings and particular applications of each so consumers can make educated purchase decisions.

New sales materials, more dealer tools and expanded communication initiatives are expected to boost demand for Falken’s full line of passenger vehicle tires considerably, the company says. To handle this increased volume, Falken has opened a new distribution center (DC) in Joliet, Ill., that will service tire dealers in the Chicago area, across the Midwest and into central Canada. It is the second new DC Falken has opened since August. It also opened a DC in Robbinsville, N.J., and has expanded its sales force by 50% this year.

Visitors to the Falken display at the SEMA Show (Las Vegas Convention Center booth 41013, South Hall) will get a look at the company’s latest tire choices, including installations on three special show vehicles:

  • 2015 VW Tiguan R-Line, fitted with the Falken ZIEX ZE950, Falken’s advanced all-season tire.
  • GenRight Off Road’s 4400 Class Ultra4 Vehicle, fitted with the Falken WildPeak M/T tires used by several leading Ultra4/King of the Hammers Race entries.
  • 2015 BMW M3, built by IND Distribution, fitted with the Falken Azenis FK453 UHP, Falken’s flagship ultra-high performance tire.

For more information, visit


You must login or register in order to post a comment.